Guang Yin Yoga Club: Idea inside the box

Background: Guangyin Yoga is a small yoga club in Shanghai. For 4 years, the club hasn't been running well with only few club members.

Challenge: How to raise Guangyin Yoga’s brand awareness overnight and enroll 300 new members with a small budget?

Solution: In the Shanghai CBD we placed a small-sized wooden box in the street. We asked our yoga master get inside the box. Every time someone passed by, a hand would reach out with our club business card. Surprise!

Result: Our campaign lasted 15 days, with over 35,000 target directly communicated, 319163 video clicks on the web, and more than $138,000 of free media report. After the campaign, over 2000 people visited our club within a month, and 622 of them became new members,107% more than expected. And our actual cost: US $74

You can check out the video too.

Creative Director: Jacky Xiao
Art Directors: Jacky Xiao, Bobo Chen, Guitar Zhou
Copywriter: Louis Lu
Photographer: Walker Jiang
Published: February 2010

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20 comments

chemunoz's picture
chemunoz
90 pencils

great work guys!

chemunoz

gon_enelcamino's picture
gon_enelcamino
838 pencils

awesomely cheap!

adhythya's picture
adhythya
8 pencils

S.U.P.E.R.B

ehm...

Guest's picture
Guest

Happy client i assume, if only all campaigns were this cheap, simoke ans effective!

http://adsofchina.wordpress.com

Guest's picture
Guest

You guessed right! All the Campaign is so cheap! This is also the practical significance of this idea!
And we hope to use the power of idea to our customers with the smallest cost to obtain maximum publicity!
From Jacky.Xiao

andyStock's picture
andyStock
666 pencils

Nice idea - but for ROI alone this has to be 10/10.

silvi's picture
silvi
4172 pencils

SUper idea!!!!

atb2005's picture
atb2005
13567 pencils

Yeah, it's very nice BUT what about the person who's inside the box?? Can they stay inside for too long? I don't think so. In light of that, this is not "super".

Guest's picture
Guest

that is a yoga master in the box , he can easily got into the locker room small box! He called "shifty work" yoga. This is the highlight of our creative success! Please be assured that he can. You can click on the video!
From Jacky.Xiao

rebelscum's picture
rebelscum
2114 pencils

I would love to see the metrics on those results. Because they sound as creative as the idea.

____________________________________________________________

I have thousands of pencils and $1.50 so I'm off to Starbucks

thedesignaddict's picture
thedesignaddict
5331 pencils

I love it. Very nice idea.

riyelam's picture
riyelam
370 pencils

This call advertising.

Dzsoi's picture
Dzsoi
5268 pencils

I really doubt he could handled out more than 2000 business cards in a day, but the idea is fantastic. I bet a yoga master can stay there for 1-2 hours for sure, atb2005 ;) then a short rest and back in business.

vschuiho's picture
vschuiho
4 pencils

awwesome!

Guest's picture
Guest

Denim is the work-wear staple of the world.

Guest's picture
Guest

great~!

Guest's picture
Guest

good work . guys...like it

Guest's picture
Guest

good work . guys...like it

Johne375's picture
Johne375

Your goal is to breed all the different dragons fdkbegekaddf

Johnf655's picture
Johnf655

I got what you intend, appreciate it for posting .Woh I am lucky to find this website through google. I was walking down the street wearing glasses when the prescription ran out. by Steven Wright. ecaeddcdcfcf

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